Shakespeare had his seven ages of man. Now an academic study of the workplace claims that, for the first time, there are five generations toiling there and all have their own needs.

They range from those born before the end of the Second World War — and so past their official retirement age — to technology-obsessed teenagers who may be in part-time jobs or serving out apprenticeships.

Talking About My Generation: Exploring the Benefits Engagement Challenge, by Paul Redmond, director of employability and educational opportunities at Liverpool University, claims that most of the benefits designed to attract employees are mainly designed for